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Beyond the Bale : December 2010
December 2010 BEYOND THE BALE 11 OFF-FARM The tour provided brands with a creative impetus based on Australian wool. Marketing Director of the ICICLE brand Shawna Tao meets a local. "Where the wool comes from is very interesting -- for us, wool is only a fabric, but now we see the animals and we get so close to them; they're so lovely! "Now we're preparing for the 2011 collection, of course it's a winter collection soweusealotofwool.Wegetalotof inspiration from the farm, and also the farmers give us a lot of ideas -- we think we can use them. Also AWI introduced a lot of innovative fabrics to us and we think we are going to use a lot of them. "[Icicle is] an eco-friendly brand for the professional business woman, ladies wear, and now we also have menswear and babies wear. We have 100 shops all over China, all in the high end department stores. [The Icicle business] is growing very fast; last year we had 70 shops, and this year we will have 100 shops, and we will have our mens collection too which means we'll have doubled our shops soon." "IT'S BEEN AN AMAZING TRIP, WE'VE LIKED IT VERY MUCH -- NOT ONLY ME, BUT ALL OF OUR TEAM. I HAVE GOT A LOT OF INSPIRATION FOR OUR NEXT COLLECTION." VANESSA YAO, DESIGNER WITH DOMESTIC CHINESE ECO-LABEL ICICLE Chinese brand Kroceus using the Australian landscape as inspiration for their latest products and marketing. The young delegation from China at Neil and Sandy Jackson's property at Kojonup, WA.